Enduring Brand Architecture & Brand Portfolio Optimisation Management

 

Enduring Brand Portfolio Management for the UAE’s Leading Food & Beverage Company

AGTHIA

 

Context

Agthia http://agthia.com/en-us/About-Agthia is the leading Abu Dhabi based food and beverage company. Established in the UAE in 2004 and listed on the Abu Dhabi Securities Exchange (ADX), the Agthia Group consists of a world-class portfolio of integrated businesses and brands. Agthia provide high quality, trusted, and essential food and beverage products for customers and consumers across the UAE, GCC, Turkey and the wider Middle East.

The Company’s assets are located in the UAE, Saudi Arabia, Oman, Egypt and Turkey. More than 4,500 employees are engaged in manufacturing, distribution and marketing various food and beverage products : Water and Beverages (Al Ain Water, Al Ain Zero Water, Al Bayan Water, Alpin Natural Spring Water, Ice Crystal Water, Delta Water, Bambini Kids Water, Al Ain Fresh Juice, Capri-Sun Fruit Juice); Food (Grand Mills Flour, Yoplait Yogurt, Al Ain Tomato Paste, Al Ain Frozen Vegetables, Monty’s Bakehouse Frozen Bakery products, The Grand Baker Ambient Bakery products, Pure Natural Convenience Food items, Date Crown Dates); Animal Feed (Agrivita, Al Wasmi, Anderson Hay).

Ambition

To develop a dynamic brand portfolio, which would achieve the following aims:

1. Accelerate investment of resources in the essential parts of the portfolio
2. Build stronger connections with the master brand
3. Identify growth opportunities
4. Realign brand and product names with customer needs
5. Create a strong visual system

 

 

 

Results

Our strategic work focused on developing a relevant brand architecture structure and guidelines which will align business and brand goals by defining clear roles, relationships and investment priorities among portfolio brands.

The coherent brand architecture guidelines are making marketing more efficient and effective by ensuring customers and other stakeholders understand what the business can do for them.

Agthia has grown from strength to strength over the past decade that we have worked with them. Key figures can be seen at: http://agthia.com/en-us/Investors/Key-Figures

 

About Aeron

We are Aeron, a London brand consulting and design firm that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand consultants are experts in helping organisations define their brand purpose; a clear, relevant, own-able and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London brand consultancy combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.